Client: 3PL (3P Logistics)
Website: 3p-logistics.co.uk
Period: May 2025 – present
Challenge: Increasing lead quantity/quality, and a change of ICP for business growth
Key activities: Fractional CMO, re-messaging, website design, outbound campaigns, comms, assets/creative, PR, CRM implementation, customer nurturing, data augmentation, socials.
The challenge
3PL (3P Logistics) is one of the UK’s most trusted fulfilment businesses, and has been trading for almost twenty years. With a powerful brand and domain name, they have built a successful business largely on inbound enquiries. However, over the last five years, the fulfilment landscape has changed, with new competitors appearing almost every month. The business, therefore, needed to step up its game in inbound lead generation and outbound reach.
The engagement
Andy joined the business as a Fractional CMO in May 2025 with the brief to increase the number of leads into the business, improve the quality of these leads against their Ideal Customer Profile (ICP), improve the customer journey, and raise brand awareness.
I was cautious about bringing fractional support into the business as I’ve built 3PL on having great full-time people, but Andy quickly demonstrated that part-time doesn’t mean once per week. He’s quickly become an important part of our management team and has turned our marketing from something ad hoc into a truly integrated part of our customer journey.
For 3PL, we implemented a four-phase plan:
Fact-find & strategy
Understood the business, what has worked historically and built a strategy around building a quality inbound engine and leveraging outbound marketing to engage with new clients.
Fractional support team
We assembled a small team of a CMO, a comms specialist, an SEO, and a creative designer to form a fractional marketing team for the business.
Implementation
We’ve already repositioned the business, launched a new website with fresh content, implemented new SEO/GEO, developed a full comms plan (social and PR), and commenced outbound marketing.
Regular review & report
Andy is a member of the 3PL Management Team, ensuring that marketing is now a strategic part of the business’s overall growth, working closely with sales, operations, and the implementation teams.
The results
We’re still actively building and growing the marketing, but have already seen some significant results:
Positioning
- Stopped all paid advertising
- Re-positioned the brand / customer journey
- Launched an updated website
- Full content and comms/PR plan in place
- 25% increase in PR and brand awareness
Inbound
- Organic traffic up 20% each month
- High AI-based traffic ranking
- Inbound leads up by 15-20%
- Implemented HubSpot lead nurturing
- Automated data augmentation
Outbound
- Enriched CRM with accurate prospect data
- Active sequence/nurturing to all prospects
- Outbound sector-based campaigns commenced
- Per sector assets and content produced
- +£1m in pipeline generated